Now that Robert Plant has quashed the rumor of his agreement to participate in a Led Zeppelin reunion, the rumor mill must find a new storyline to push.
And in this case, why not revive the one we were fed last week involving Jimmy Page, John Paul Jones and Jason Bonham?
After all, just because Plant isn't working with those three guys doesn't mean they're not working with each other, perhaps auditioning singers or maybe even already having identified their choice candidate.
A hint passed on to Led Zeppelin fans last week suggests that Alter Bridge singer-guitarist Myles Kennedy has become the boys' top pick in those much-ballyhooed jam sessions in England.
Hey hey, whaddya know? The Myles Kennedy rumor has now gone semi-mainstream, with entertaining Telegraph blogger Neil McCormick picking up on it! Also having written about it is Michael Christopher, music columnist for the Delco Times in Delaware County, Pa.
The mention of Kennedy's name in Zep circles last week was accompanied by a stipulation, assumedly conveyed to fans by insiders, that the Page-Jones-Bonham-Kennedy band would be a new project and not a Led Zeppelin redux.
If that's so, OK, fine. So, the band hypothetically puts out an album of originals. All new stuff nobody's heard before. How well does that go over in a live setting?
That resurrects another scenario previously discussed here: how classic artists can work to ensure their new music is appreciated by fans in a live setting, rather than be ignored as fodder for the proverbial bathroom break.
Still, even an aspiring new act that stars three members who will forever be indelibly linked to their past participation in Led Zeppelin has only one album's worth of original material under its belt. How could this act possibly conduct any kind of a tour without dipping into the Zep songbook for at least half the show?
Is it not human nature on the part of the musicians to want to play the songs that made them famous, and human nature on the part of the paying audience to expect to hear those songs?
And furthermore, is it not human nature to be disappointed if that expectation is not met? After all, this is the same fan base that crucifies Plant whenever he is seen as the lone holdout against a Led Zeppelin reunion, as he is no doubt currently being viewed in light of today's statement.
Plant's stance has definitely disappointed many fans who held a glimmer of hope that what happened in December 2007 could happen again, and soon.
So, if Page, Jones and Bonham have a project together that is not reuniting Led Zeppelin, how different can it be? Or, if you fit this into the context of history-resisting bands like Blind Faith and The Firm, how different must it be?
And what is the consensus on Myles Kennedy among readers of LedZeppelinNews.com?
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